YouGov study of consumer attitudes shows cost is still the major factor in choosing to switch provider

Ninety per cent of consumers wouldn’t change network provider to get a 4G service according to a YouGov survey commissioned by Virgin Media.

The study asked 2,000 adults what factors would make them change network provider with 61 per cent saying ‘cost’, 34 per cent wanted better network coverage and 22 per cent said ‘better data connectivity’ with just 10 per cent replying the data speeds offered by 4G.

The YouGov survey also found 71 per cent of people had no idea what data speeds they should receive with their current provider, a fact Virgin Media Business director of mobile and broadcast George Wareing said needed to be addressed if networks wanted the public to embrace 4G.

“With so much investment being made into existing and future services, and huge expectations around what those advances will bring to the UK, it’s time for telcos like us to work even more closely to deliver a blend of technologies that will not only improve existing 3G performance, but also ensure that 4G is the success everyone wants it to be,” he said.

“Of course price will always be a factor with consumer purchasing decisions. However, by taking a holistic approach and giving customers a better understanding of their services, operators will be able to differentiate themselves not just on price but on a better all-round service, setting themselves up perfectly to roll-out future technology such as 4G.”